Surviving the Economic Downturn

I’ve gotten hundreds of emails of late wanting a little advice on how to survive the economic downturn as a photographer. Like any other business, things are tough and you’ve got to be able to bob and weave with the best of them. Budgets for images are being cut by all forms publications, newspapers are shutting down and the number of magazines closing up shop are at levels not ever seen.

But fear not my friends, there are ways to survive and thrive when times get tough, you’ve just got to be willing to dig in your heals, do a little research and you may find opportunities that you never thought would occur.

Let’s take a look at what we can do to curb expenses and drive business.

Equipment - If you’ve been looking at buying that new camera or studio equipment, ask yourself, will this help me make more money? If not, then don’t buy it, hold off, there may be a better spot to use those funds.

Self-Assignments - Many freelancers do what is called a self-assignment. What is this? Simply put, if you’re not being paid to cover an event or working on a project for someone then you’re doing a self-assignment. Many stock photographers, myself included, do self-assignments. The images that are shot are purely speculative (spec) - you are hoping that the subject matter you plan to cover will be of interest to a publication. Honestly, most stock photography is based on spec. Unless you are known for a specific subject matter that must be constantly refreshed, again like myself, keep these assignments and trips to a minimum. After all, these expenses are coming out of your back pocket. Be sure you have a marketplace for those images.

Marketing - The tendency is to cut back on spending money marketing when times are tough. Far be it, you must continue to get your name and the services you provide in front of the people who need or have a requirement. If you don’t, your competition will. Use those dollars you didn’t spend on that new camera to do some marketing. Be prudent and extremely targeted with your efforts. Know your potential market, go to your local book store and peruse the magazine stand. Are the type of images you are producing being used? If not then maybe you should re-think your efforts.

Here are a few ways to reach your potential clients:

Websites and Blogs - If you do not have either of these, get one or both. Unless you have a internet presence you are loosing out in a major way. Get your own domain. It’s cheap, there a numerous services available for use like Yahoo or Go Daddy. Setting up a site does take some and effort, and some quick advice, do not use any flash. In a recent survey of what photo buyers look for in a website - keep it simple, nothing fancy, just give me what I want, a quick easy way to review your images. If it takes more than 10 seconds for your site to load, you’ve got problems. To them, time is money.

Blogs are much simpler to setup and free using Blogspot or Wordpress. If you want a little more flexibility or a few more features, spend a few dollars and use a company like Typepad, the additional support and services are worth the money. Blogs are great ways to inform clients and friends alike on what you are doing. Make it informative, talk about your current or upcoming projects and post on a regular basis. You can also do a little advertising on a blog for an additional revenue stream, something you should not do on your website.

Direct Mail - postcards and brochures are good ways to ping your clients.

Emails - This is turning out to be one of the most cost effective methods of reaching out to your clients. But be careful, there are many potential pitfalls in email marketing, first and foremost, it must not considered SPAM. The emails  you send out must come from an “opt-in” request, by “opting in” they are giving you permission to send them emails and you must have an “opt-out” option, so that they can removed from any unwanted emails, should they desire. If you have a valid “opt-in” mailing list you could use a emailing company like Constant Contact or Vertical Response. They provide everything you need to get started at a very reasonable price.

If you do not have a mailing list or if you really want to use a complete direct mail company, you might check into ADBASE. This is not a cheap service, the information they provide is specifically tailored for the photographic and graphic art industry.

I suggest that you take some time and read “The Truth about Email Marketing” before you start to develop and deploy any email campaign. Make sure you understand the CAN-SPAM Act of 2003. You do not want to put yourself in a position that could cause a problem.

Social Media - By far one of the fastest growing methods of reaching potential new customers is by using one of the many social media networks. Nearly everyone has a presence on Facebook or Myspace.

Professional networks such as LinkedIn are good for meeting and networking with like minded professionals. For a more international flair, check into Ecademy. The biggest difference between these two are that at LinkedIn, it is suggested that you know the person with whom wish to connect and anything that even begins to resemble SPAM is greatly frowned upon. Ecademy, on the other hand allows you to review potential connections, send an invite and join clubs where you can activity promote yourself and the services you provide.

I would be remiss if I didn’t discuss the Twitter phenomenon. This 140 character “what are you doing” mini blogging service has captivated the world. When I first started using Twitter I was amazed at the number of my clients that were also using and “Twittering” their goings on. It has become a quick and easy way for us to maintain contact. It’s almost completely done away with the need for emails. If they about to start working on project or have a photographic requirement, they send a quick direct message (DM) and in a flash you can respond back. Along with keeping or making contact with your clients, I’m sure that you’ll make numerous friends along the way, I know I have. On a personal note, use the service as intended. It’s one thing to let folks know what you are doing or what you are working on. Just don’t send out blast after blast after blast, as you can already tell, I’m not real big on SPAMMING folks.

So there you have it, these are just a few ways to get yourself some exposure, I use them all.  Use what tools and services that are out there for you, many of which are free or at least affordable. You can survive and thrive during these trying times. Keep in mind that as companies, regrettably, cut headcount - the use of freelancers will pick up. I seem to staying rather busy of late due to this one issue, why pay someone to remain on staff, when you can pay on a per use basis?

“Have a plan, work your plan and plan for the unexpected”  Paul “Bear” Bryant

Murray